Build the practice
behind the producer.
Total Producer Master Course · Salesmanship & operating systems
Move from knowing the framework to running a producer practice. Work the conversations, decisions, and operating rhythm from first contact through discovery, recommendation, stewardship, and renewal.
About the course.
The Master Course is where technical confidence becomes an operating method. It develops the sales psychology, language, and judgment behind finding an account, earning a meeting, discovering what matters, handling objections, and guiding a decision.
You will see how that work fits inside a real sales organization: building a pipeline, preparing for a call, running a program review, handing off an account, recording commitments in a CRM, and keeping a renewal rhythm. Scripts, scenarios, and practical drills are designed to help you practice the moves, not just recognize them.
The book explains the framework. This course is being built to help you apply it with clients and teams. Explore the book while the course is in development →
Who it’s for.
Commercial insurance producers with foundational coverage knowledge who want to develop their salesmanship and operating discipline.
What you’ll cover.
- Sales psychology, positioning, prospecting and objections
- Unseating the incumbent through demonstrated value, program reviews, and AOR/BOR conversations
- Implementation, stewardship, renewals and a weekly operating system
From first contact
to a repeatable practice.
The planned curriculum follows the Road to the Sale: preparation, Hook, Discovery, Delivery and Follow-Up. Explore the 12 modules below. These 36 lessons are in development; titles and scope may evolve before enrollment opens.
1 Start Here
- 1.1 Compress the Curve
- 1.2 The Five Pillars and the Road to the Sale
2 Getting Your Head Right
- 2.1 Discipline and the Thermostat
- 2.2 The Frequency Mismatch: How People Buy
- 2.3 The Elevated Sense of Self
3 The Producer's Toolkit (the book's concepts, applied)
- 3.1 The Fulcrum of Value: Adding Weight at Every Step
- 3.2 Information as Leverage (and the Total Cost of Risk)
- 3.3 Know Your Incumbent: Ghost, Caretaker, Guardian
4 Your Value Proposition
- 4.1 Build Your Value Proposition and Your Pitch
5 Your Market and Your Pipeline
- 5.1 Target Accounts, Your Niche and the Pipeline
6 Phase 1: The Hook
- 6.1 It's All a Cold Call: The Math Behind the Dials
- 6.2 Pre-Call Research and the Hook
- 6.3 Make the Gatekeeper an Ally
- 6.4 The Pitch, the Wait and the Yes
- 6.5 An Objection Is Not a Rejection
- 6.6 Still No: Close for the Follow-Up
- 6.7 Be Findable: Referrals, Centers of Influence and Inbound Leads
7 Phase 2: Discovery
- 7.1 Disqualify Fast: The Five Categories, Plus You
- 7.2 The Initial Meeting: Earn the Right to Speak
- 7.3 Fact Finding: "What Do You Like Best?"
- 7.4 Closing the Initial Meeting: The Micro Close
8 Phase 3: Delivery I, the Review and the BOR
- 8.1 The Working Window
- 8.2 The Program Review, the Trial Close and Setting Expectations
- 8.3 Positioning for the BOR
- 8.4 The Clean Separation
9 Phase 3: Delivery II, the Decision
- 9.1 Selling the Client to the Market
- 9.2 The New Program vs the Renewal
- 9.3 The Close, and Winning and Losing Well
- 9.4 Objections at the Decision, and Negotiation
10 Phase 4: Follow-Up
- 10.1 The Handoff: Implementation and the Account Manager
- 10.2 Not Santa Claus: Stewardship
- 10.3 Renewals: Pick Up the Road Every Year
11 Run the System
- 11.1 Your Week on a Calendar
- 11.2 Your CRM and Your Scorecard
12 Put It to Work
- 12.1 Words That Work
- 12.2 Capstone: One Account, the Whole Road
Make room for
your next step.
Total Producer Master Course is in development. Enrollment is not open yet.
Join the general Academy update list for now. Course-specific enrollment will open here when available.